2016 Asia-Pacific Stevie Awards Gold Winner – C3 Agency

Cathay Pacific (CX) celebrates the joy of travel and offers a promise of quality with a spirit of modern Asian beauty. In late 2014, the airline launched a refreshed global brand identity that visually revealed its brand ethos: “Softly spoken, strongly felt.”

An updated logo, website and airport lounges began CX’s refreshed brand identity journey. It soon announced new non-stop service from Boston Logan International Airport to Hong Kong International Airport, linking the two cities directly for the first time. HKG–BOS non-stop significantly reduces total travel time, an appealing benefit for travelers flying to/from Hong Kong or the 44 Asian cities accessed via Cathay Pacific / Dragonair’s Hong Kong hub.

CX’s marketing team relied on C3’s “strategic + creative” event planning to engage its business audience and meet these objectives:

• bring the brand ethos to life
• build awareness and amplify the benefits of HKG–BOS
• celebrate the inaugural HKG–BOS flight

Creatively, C3 was inspired by how these two world-class cities are modern yet steeped in history. We curated three distinct experiences in three different locations to demonstrate CX’s modern sensibilities and respect for cultural traditions while celebrating each city’s great history.

“By adding this flight and this prestigious airline to our roster, it proves that Boston Logan has become a player on the world stage. The entire New England region will benefit, as this nonstop flight to Hong Kong opens the door to Asia and can create new business connections and improve existing ones. We are looking forward to a long and successful partnership with Cathay Pacific.” Thomas P. Glynn, Chief Executive Officer, Massport

“We heard nothing but praise and accolades. Everyone loved everything – from the food to all the experiential activations. Our very own staff said it was the best event they've been to. Thank you, again! And thank you once more for everything you did to create memorable events for our customers and clients.” Michelle Cheng, Marketing Supervisor, Cathay Pacific Airways Limited